KOLBA | Brand Identity

BRAND IDENTITY GUIDEBOOK

INTRODUCTION This Guidebook aims to provide a consistent framework for KOLBA’s brand communication via on and offline platforms.

Careful and thorough review of this Guidebook should answer most questions that typically arise when creating and producing work.

For any brand related queries, please contact UNDP Armenia office via: UNDP Armenia Kolba Lab 14 Petros Adamyan str.

Yerevan 0010, Armenia Tel: +374 60 530 000 (*191) Email: idea@kolba.am www.kolba.am

CONTENTS I. Brand Identity 1.0 Brand Introduction Brand Manifesto Inspiration 2.0 Logo Logo Signature Logo Size & Safe Space Logo Usage Co-Branding Cases Incorrect Logo Usage 3.0 Brandmark Brandmark Usage Incorrect Brandmark Usage 4.0 Tagline 5.0 Colors Color Palette Color Balance 6.0 Typography 7.0 Art Elements

II. Corporate Identity 8.0 Business stationery Business card Letterhead Envelope Folder Notepad Pen/Pencil 9.0 Online PPT Template USB Stick Email Signature 10 Print Collateral Flyer Booklet Inner Page Catalogue Poster Rollup Banner

11 Marketing Materials Bag Cup Souvenir Kit Certificate T-Shirts III. Digital Identity 12 Photography Style Mood 13 Social Media Profile & Timeline Pictures Templates

BRAND IDENTITY

1.0 BRAND INTRODUCTION Brand Manifesto Kolba Lab — Shaping the Future Just because the future is opaque, doesn’t mean that we can’t shape it. In an era of overwhelming environmental, social, and political challenges, complacency is not an option; the stakes are too high for us to just wait and see what happens. Through actions taken every single day, we must be active citizens and build the future that we want to see in Armenia and beyond. This, coupled with a profound commitment to community building, is Kolba Lab’s mission.

Through the efforts of UNDP and the European Union, Kolba Lab was born as an incubator for citizen-led social innovation. From day one, our goal has been to source human-centered solutions from within our local community, because we believe that the right kind of change comes from the bottom up.

Now that we are a future-driven lab, crowdsourcing is even more integral to our work. By mobilizing thinkers, doers, and dreamers in Armenia, we reimagine what our country can be today — as well as thirty years down the road.

Futuring research and collaborative scenario building are the cornerstones of our approach.

Kolba Lab has shifted its gaze forward in order to ask critical questions about governance innovation and social change in an evolving world. Bringing together government players with thoughtful individuals, we spark creativity, generate new ideas, and explore what kinds of intelligence a positive and more equitable future will need.

The 21st century can be a new era for social change and creative disruption in thought, technology, governance, and civic activism. Join Kolba Lab’s growing community and help make Armenia and the world future positive.

1.0 BRAND INTRODUCTION Inspiration Chasing the Flying Fish Kolba Lab is dedicated to building a future positive Armenia. We wanted our logo to exemplify this vision, so we incorporated the flying fish — a sleek and elegant creature that disrupts preconceived notions and transcends boundaries. The flying fish is above all ambitious. Maybe its mission to touch the sky is impossible, but the flying fish strives nonetheless, aiming high and drawing its silver arc in the air.

Kolba Lab cannot know what the future will hold, but we strive for the unreachable anyway; we actively build the future that we want to see.

2.0 LOGO Signature KOLBA signature is a structured relationship between logotype, brandmark and tagline.

The logo can be used in 3 different options, based on application need.

Print collateral

Digital ads, Business stationery, Marketing materials

Souvenirs, Marketing materials

Chasing The Flying Fish

Chasing The Flying Fish

2.0 LOGO Logo Size & Safe Space X= The logo is based on 4:7x aspect ratio.

Never deviate from these proportions and never create the logo yourself.

4x Chasing The Flying Fish

7x 51px Chasing The Flying Fish

100px

X

X

33px 65px

65px

X= Logo safe space surrounds the actual imagery, which is equal to “X”.

Always respect the safe space and keep it free of any marking.

Maintain the safe space around the signature (brand mark and logo) to protect it from distracting graphics.

Chasing The Flying Fish

X

33px

X

Minimum size

2.0 LOGO Logo Usage

English is the primary version of KOLBA logo.

Logo can be used in horizontal lockup.

A certain flexibility is allowed in the placement of KOLBA logo.

Primarily it should be left aligned. The main objective is to create a balanced layout that feels clear and modern.

Central placement of the logo has a limited use. It is applied for cases where left-alignment of the logo is difficult because the layout is too narrow or small.

2.0 LOGO Co-Branding Cases

There are two versions for co-branding cases: 1. Equal Partnership

X

X

Two/multiple logos indicate equal involvement by participants.

The logos are displayed in equal size and placement.

Both logos should be the same visual size.

Consider logos’ safe space. Two logos shall be separated by “X” distance as shown on the example.

Chasing The Flying Fish

X

X

X

X

Business Partner Logo

Business Partner Logo Chasing The Flying Fish

X Vertical lock up

X Horizontal lock up

2.0 LOGO Co-Branding Cases

There are two versions for co-branding cases: 2. Owner-Led X

X

Business Partner Logo Chasing The Flying Fish

X

X

Business Partner Logo

Business Partner Logo

Multiple logos are present, but one party is dominating.

A short phrase accompanies the dominating logo to define the role it plays.

The dominant logo is always on top or left, the subordinate logo is on bottom or right.

All logos shall be the same visual size, centered and equally placed along the vertical and horizontal axes.

2.0 LOGO Incorrect Logo Usage

Chasing The Flying Fish

Incorrect background

Chasing The Flying Fish

Incorrect placement

Chasing The Flying Fish

Additional shadows

Chasing The Flying Fish

Incorrect font

Chasing The Flying Fish

Incorrect resolution

Chasing The Flying Fish

Incorrect color

Incorrect proportions

Chasing The Flying Fish

Incorrect lockup

3.0 BRANDMARK Brandmark Usage

The brand mark is based on 6:4 aspect ratio.

Never deviate from these proportions and never attempt to recreate the brand mark yourself.

6x

4x The brand mark can appear separately in digital media communication enhancing the brand distinction.

Always place the brand mark into square shape centered proportionally.

3.0 BRANDMARK Incorrect Brandmark Usage

Do not rotate, stretch or alter the brandmark in any way.

Do not create patterns.

Do not create shadows or additional strokes to brandmark.

4.0 TAGLINE KOLBA tagline is mainly used on print collateral.

Chasing The Flying Fish X

X

Chasing The Flying Fish

X

X

5.0 COLORS Color Palette For consistency it is essential that colors are reproduced as accurately as possible. Care must be taken in selecting the correct color reference for different applications. It is strictly prohibited to apply different color shades. Color 10% deviation may apply only.

Primary Colors

Gradient

3c9db1

CMYK: 73, 22, 26, 0 RGB: 60, 157, 177

498dae

CMYK: 73, 34, 21, 0 RGB: 73, 141, 174

4f7ca9

CMYK: 74, 47, 16, 0 RGB: 79, 124, 169

546ca4

CMYK: 75, 59, 12, 0 RGB: 84, 108, 164

5a559b

CMYK: 76, 76, 7, 0 RGB: 90, 85, 155

Secondary Colors

3c9db1

CMYK: 73, 22, 26, 0 RGB: 60, 157, 177

3c9db1

CMYK: 73, 22, 26, 0 RGB: 60, 157, 177

3c9db1

CMYK: 73, 22, 26, 0 RGB: 60, 157, 177

3c9db1

CMYK: 73, 22, 26, 0 RGB: 60, 157, 177

3c9db1

CMYK: 73, 22, 26, 0 RGB: 60, 157, 177

3c9db1

CMYK: 73, 22, 26, 0 RGB: 60, 157, 177

5.0 COLORS Monochrome color

Chasing The Flying Fish

5.0 COLORS Color Balance When creating visual materials, consider the given color balance. White appears as a dominant color for layout design. It creates an airy and clean presence, allowing KOLBA logo, art elements and text or messaging sections to be highlighted in a proper manner.

3c9db1

498dae

4f7ca9

546ca4

CMYK: 73, 22, 26, 0 RGB: 60, 157, 177

CMYK: 73, 34, 21, 0 RGB: 73, 141, 174

CMYK: 74, 47, 16, 0 RGB: 79, 124, 169

CMYK: 75, 59, 12, 0 RGB: 84, 108, 164

90%

80%

70%

60%

50%

40%

30%

5a559b CMYK: 76, 76, 7, 0 RGB: 90, 85, 155

20%

10%

6.0 TYPOGRAPHY

Primary Typeface Body copy

System Typeface

Creative Typeface

Mardoto

Verdana

NasalizationRg

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

0123456789!@$%

0123456789!@$%

0123456789!@$% Verdana font family is applied for

Mardoto font family is applied for

Verdana font family is applied for

primary typeface, such as branding materials,

system typeface, such as

system typeface, such as

presentations and work documents.

web programs and E-mails.

web programs and E-mails.

7.0 ART ELEMENTS

Art element is a deviation from the brand mark sign – the flying fish silhouette. Through it, we aim to create a dynamic and airy look & feel to any marketing collateral or visual asset.

Being inspired by water splashes, ocean surface glitter layers and “forward-driven” nature of the flying fish, we transmit the sense of multi-purpose approach.

CORPORATE IDENTITY

8.0 BUSINESS STATIONERY Business card Printing specifications: Paper type: matte finish paper (Plike or matt lamination), 300 gsm/14pt Printing: 4+4 printing, UV coating on Kolba logo and name areas (recommended)

Kolba Innovations Lab

UNDP/Kolba Lab 14 Petros Adamyan str./Yerevan 0010, Armenia +374 60 530 000 (191) ideakolba.am www.kolba.am

Kolba Innovations Lab Kolba Lab Lead

UNDP/Kolba Lab 14 Petros Adamyan str, Yerevan 0010, Armenia +374 60 530 000 (191) +374 77 176 175 marina.mkhitaryan@undp.org www.kolba.am

8.0 BUSINESS STATIONERY Letterhead Printing specifications: Paper type: 80-90 gsm office paper Printing: 4+0 printing

ՄԱԶԾ/Կոլբա լաբորատորիա Հայաստան, 0010 Երևան Պետրոս Ադամյան փ. 14

UNDP/Kolba Lab 14 Petros Adamyan str.

Yerevan 0010, Armenia

www.kolba.am idea@kolba.am +374 60 530 000 (191)

8.0 BUSINESS STATIONERY Envelope Printing specifications: Paper type: 70-80 gsm paper Printing: 4+0 printing

ՄԱԶԾ/Կոլբա լաբորատորիա Հայաստան, 0010 Երևան Պետրոս Ադամյան փ. 14

UNDP/Kolba Lab 14 Petros Adamyan str.

Yerevan 0010, Armenia

www.kolba.am idea@kolba.am +374 60 530 000 (191)

ՄԱԶԾ/Կոլբա լաբորատորիա Հայաստան, 0010 Երևան Պետրոս Ադամյան փ. 14

UNDP/Kolba Lab 14 Petros Adamyan str.

Yerevan 0010, Armenia

www.kolba.am idea@kolba.am +374 60 530 000 (191)

8.0 BUSINESS STATIONERY Folder Printing specifications: Paper type: matte finish paper (Plike or matt lamination), 300 gsm/14pt Printing: 4+0 printing, UV coating on Kolba logo (recommended)

Chasing The Flying Fish

www.kolba.am

8.0 BUSINESS STATIONERY Notepad Paper type: soft/hard cover, matte finish paper (Plike or matt lamination), 350-400 gsm/16-18pt Printing: 4+0 printing, UV coating on Kolba logo (recommended) Paper type: 70-80gsm Printing: both black & white and color printing is allowed

Chasing The Flying Fish

Chasing The Flying Fish

Cover page

Inner page

UNDP/Kolba Lab 14 Petros Adamyan str.

Yerevan 0010, Armenia

+374 60 530 000 (191) idea@kolba.am www.kolba.am

8.0 BUSINESS STATIONERY Pen/Pencil When printing pen/pencil, use KOLBA logo and the website only.

Logo size: 3x0.9cm

www.kolba.am

9.0 ONLINE PPT Template Mardoto fonts are used for PPT headlines and body copy.

Chasing The Flying Fish

Title page

Inner page

9.0 ONLINE USB Stick

www.kolba.am

9.0 ONLINE Email Signature One of the most overlooked places to market KOLBA is through email signature.

NAME SURNAME Position

UNDP/Kolba Lab 14 Petros Adamyan str.

Yerevan 0010, Armenia

+374 60 530 000 (191) idea@kolba.am www.kolba.am

Email Signature Specifications: All the fonts used must be system fonts (web safe fonts).

We recommend Verdana typeface.

Logo should be clear, without any background color and should not appear pixelated.

Do not use your signature as an attachment or image, instead create a signature in your email settings.

10.0 PRINT COLLATERAL Flyer

Chasing the Chasing The Flying Fish

LOREM IPSUM

Photo Here

Flying Fish Lorem Ipsum is simply dummy text of the printing

lorem ipsum

and typesetting industry. Lorem Ipsum has been

Lorem Ipsum is simply dummy text of the printing

the 1500s, when an unknown printer took a galley

and typesetting industry. Lorem Ipsum has been

of type and scrambled it to make a type specimen

the industry's standard dummy text ever since

book. It has survived not only five centuries,

the 1500s,

but also the leap into electronic typesetting,

the industry's standard dummy text ever since

remaining essentially unchanged. It was popularised in the 1960s with the release

What is Lorem Ipsum?

of Letraset sheets containing Lorem Ipsum

Lorem Ipsum is simply dummy text of the printing

publishing software like Aldus PageMaker

and typesetting industry. Lorem Ipsum has been

including versions of Lorem Ipsum.

the industry's standard dummy text ever since

It was popularised in the 1960s with the

the 1500s, when an unknown printer took a galley

release of Letraset sheets containing Lorem

of type and scrambled it to make a type specimen

Photo Here

passages, and more recently with desktop

Ipsum passages, and more recently with

book. It has survived not only five centuries,

desktop publishing software like Aldus

but also the leap into electronic typesetting,

PageMaker including versions of Lorem Ipsum.

remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum.

Photo Here

10.0 PRINT COLLATERAL Booklet

Chasing The Flying Fish

www.kolba.am

10.0 PRINT COLLATERAL Catalogue

Chasing The Flying Fish

www.kolba.am

10.0 PRINT COLLATERAL Poster

Chasing The Flying Fish

Future-driven solutions Citizen engagement Experimentation

10.0 PRINT COLLATERAL Rollup Banner

2019 2020

Future-driven solutions Citizen engagement

youremail@domain.com www.yourdomain.com

#T ex

YOUR VENUE LOCATION HERE +374 00 00 00 00

th

er e

Experimentation

11.0 MARKETING MATERIALS Bag

11.0 MARKETING MATERIALS Bag

11.0 MARKETING MATERIALS Cup

#NoteCup

#NoteCup

11.0 MARKETING MATERIALS Souvenir Kit

Coaster

Sticker/Pin

11.0 MARKETING MATERIALS Certificate

CERTIFICATE

11.0 MARKETING MATERIALS T-Shirt

Chasing The Flying Fish

DIGITAL IDENTITY

12.0 PHOTOGRAPHY STYLE Use images that correspond to the following requirements:

Framing and Composition

A photo where the subject is the center of the image.

Lighting

It is the most important factor in a great shot.

Resolution

Use high resolution so that the picture will look sharp, crisp and clear.

People

Shots should be simple, direct and feature real people.

The people captured, can either be looking off camera or giving direct eye contact.

Photography Specifications

Web Format – 1024px x 768px (361mm x 271mm) @ 72dpi, jpg Print Format – 4961px x 3720x (420mm x 315mm) @ 300dpi, jpg or TIFF Large Format – 7874px x 5906px (2000mm x 1500mm) @ 100dpi, jpg or TIFF

12.0 PHOTOGRAPHY STYLE Mood

12.0 PHOTOGRAPHY STYLE

Chasing The Flying Fish

Chasing the

Flying Fish

13.0 SOCIAL MEDIA Profile & Timeline Pictures

1500px

500px

851px

315px

13.0 SOCIAL MEDIA Templates

403px 1024px

Chasing The Flying Fish

403px Chasing The Flying Fish

512px